Strategy

During the diagnostic phase, research made it clear that consumers had an emotional connection to the Stam brand, dating back to their childhood and important moments in their lives.

Based on this discovery and in line with Stam's worldview, the purpose was defined as "opening spaces for new stories," capable of engaging people, going beyond the discourse of security and encouraging new chapters to be lived.

It was also necessary to highlight the value proposition of Stam's product portfolio, ranging from essential solutions to the most demanding in terms of design, performance, and technology.

In this way, the brand becomes even more attuned and supportive, showing that it is always ready to guide its customers in the world of hardware and help them build new stories.

Creation and
Experience

The Stam brand has evolved to reflect its strategy and vision for the future, while respecting its legacy. With a more modern and fluid design, we've preserved orange as the primary color. The visual expression has gained more confidence and authority to convey the brand's history through different behaviors, addressing diverse consumer needs.

The tone of voice and territory were created to open relationships, unlock paths, and create safe conversations. The brand aims to deliver relevant content that inspires, encourages, and guides people towards the best choices.

And with an understanding of different types of stores, the Stam brand experience comes to life through packaging and displays inspired by the diagonals of opening doors, creating a differentiation in the market. Furthermore, the arrangement of products and information at points of sale highlights the value proposition of the Stam portfolio.

Communication

We mapped the clusters to understand who we would be speaking to and defined the main communication arguments: national recognition, social commitment to the community, dedication to technology for excellence, and the effort to build relationships that pave the way. Based on these elements, we identified that it was time for Stam to mobilize the category, speaking to more people and assuming its leadership position, in a context where the competition was focusing on functional arguments about safety.

By proposing a proactive approach to exploring new paths, we developed the Brand Idea and the tagline "Turn the next key," which invites people to embrace freedom and break free from routine. To bring this narrative to life, we also developed a media strategy for the brand, based on a mix of online and offline channels, as well as events, so that the brand gains prominence and presence in the lives of its target audiences.